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SSSSCENE 5CCCEEENNNEEE 555

Draw a Road Map

Today we are introducing three revolutionary products.

STEVE JOBS, REVEALING THE iPHONE

O

n January 9, 2007, thousands of Mac faithful

watched as Steve Jobs delivered an electrifying

announcement. “Today Apple reinvents the phone,”

Jobs said as he revealed the iPhone for the first time

to the public.^1

Before delivering that headline, however, Jobs added to the

drama and suspense when he told the audience that Apple

would introduce not one, but three revolutionary products. He

identified the first one as a wide-screen iPod with touch con-

trols. This met with a smattering of applause. Jobs said the

second product would be a revolutionary mobile phone. The

audience cheered that announcement. And the third, said Jobs,

was a breakthrough Internet communications device. At this

point, the audience members sat back and waited for what they

thought would be further product descriptions and perhaps

some demos of the three new devices—but the real thrill was yet

to come. Jobs continued, “So, three things: a wide-screen iPod

with touch controls, a revolutionary mobile phone, and a break-

through Internet communications device. An iPod, a phone,

and an Internet communicator. An iPod, a phone—are you get-

ting it? These are not three separate devices. This is one device,

and we are calling it iPhone.” The audience went wild, and Jobs

basked in the glow of nailing yet another product launch that

would solidify Apple’s role as one of the world’s most innovative

companies.